Niching, should you or shouldn't you? In episode 219 of Small Business Talk, the discussion centres around the concept of "niching" in business. The episode begins by questioning whether to niche or not, considering the implications of either restricting your audience or attempting to help everyone.

Cathy Smith emphasises that while it might seem beneficial to cater to everyone, this approach can complicate marketing efforts. Instead, she suggests focusing on one "ideal client" - a person you are familiar with, and whose problems you understand deeply. This strategy allows for more targeted communication, using language that resonates with that specific individual.

This episode explains that marketing to a broader audience dilutes your message, similar to adding too much water to cordial. A more concentrated approach, targeting a specific individual or avatar, makes your message clearer and more compelling. This discussion stresses that this doesn't necessarily limit your audience; instead, by appealing strongly to one group, you attract others who can relate to your messaging.

The concept of niching is likened to the growth of Facebook, which started in a single university dorm and expanded globally. The idea is that starting with a specific focus doesn't limit growth potential but can actually facilitate it. The episode concludes by encouraging listeners to try being more specific in their marketing and to enjoy their business journey.

Episode 219 of Small Business Talk with Cathy Smith brought to you by CATCO Enterprises